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Director, Digital Marketing
Hertz Global
Estero, FL, United States
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General Responsibilities
The Director, Digital Marketing will plan and execute local and national digital marketing activities. The position is accountable for the strategy and execution of the overall digital marketing plan including marketing resource allocation, digital marketing strategy, digital marketing execution, management of marketing system vendor relationships and tools, executing the media strategy and managing the media agency.
This person will be responsible for briefs, outline strategies, goals, tactics, budget, timelines and performance metrics, assist in definition, internal and external creative resources, tracking and measurement of ROI and desired results, updating forecasts as campaigns are optimized. There will also be integration of marketing initiatives across businesses to drive efficiency and effectiveness of the brands.
JOB RESPONSIBILITIES:
The person in this position will be responsible for the day-to-day operations and management of Digital marketing. This includes:
• Defines and plans digital marketing strategy, programs, and campaigns
• Deploys and executes digital marketing programs and campaigns. Develops a comprehensive execution strategy for all marketing campaigns and programs for the consumer experience enterprise across Paid, Owned and Earned platforms.
• Owns the digital marketing operating budget and oversees the effective distribution and usage of marketing dollars (utilizing digital performance analytics, marketing attribution models, and marketing mix models)
• Serves as the key business owner for the implementation of new digital marketing technologies, systems and tools (e.g. DSP, DMP)
• Enables marketing automation and performs conversion rate optimization tactics to improve overall online marketing processes and customer response rates.
• Describes cross-channel and cross-device attribution and tracking to enrich data when a single person can be identified across multiple touch points, experiences, and campaigns.
• Adopts a mobile-first strategy ensuring mobile marketing executions. (e.g. mobile programmatic ad buying, in-app advertising, and mobile video content development)
• Works with internal and external creative resources and tactical experts in the timely development, execution, integration and optimization of local and national campaigns
• Responsible for Campaign Reviews, writing creative briefs, digital briefs, and budget management
• Manages day-to-day digital agency communications and interactions
• Works with analytic resource to produce effective reports and communications on digital performance
• Works with cross-functional partners to effectively communicate and train on digital best practices, and develop new-to-industry digital media solutions
• Advises both brand marketing leads and business on all digital strategies and plans for future growth
• Responsible for maintaining project schedules, meeting agendas, tactic plan updates and scheduling meetings and routine reviews
• Inputs and updates the Marketing Process and Budget
• Consults with legal and compliance as needed to ensure regulatory compliance for all client facing communications
• Conducts analysis, gathers and selects sources of information to determine competitive trends and recommendations
• Advises and consults on digital related projects and initiatives
• Performs other related duties as assigned
Mandatory Requirements
JOB REQUIREMENTS:
• Strong experience in digital marketing, campaign advertising, brand management concepts and practices
• Plan, Monitors and communicates digital asset performance
• Strong digital advertising knowledge base focusing on conversion rate optimization
• Well demonstrated creative judgment and familiarity developing advertising campaigns, sponsorships or brand initiatives
• Maintains awareness of new digital tactics and recommends usage according to business and marketing needs
• Ability to effectively manage multiple projects simultaneously, perform under pressure and pay close attention to detail, while at the same time aligning marketing and business goals
• An ability to think both creatively and strategically
• Demonstrates initiative and ability to prioritize
• Excellent organizational and written/verbal communication skills while focusing on project completion and cross-functional management
KNOWLEDGE:
• Functional knowledge of digital commerce business processes, web platforms, web application management, application deployment processes, web channel governance and digital marketing
• Experience with marketing automation, programmatic media buying, and video content marketing.
• Functional knowledge of digital marketing channels i.e, Adwords, Analytics, Facebook Ads Manager, and Doubleclick tools
• Strong understanding and experience with A/B and MVT testing applied to digital marketing campaigns and programs
• Proficient with Microsoft suite of products
• Ability to analyze, understand, and identify the best design for a marketing technical solution with respect to the tradeoffs of architectural principals including agility, complexity, cost effectiveness, deployment effort, flexibility/extensibility, interoperability/compatibility, maintainability, operability, performance, productivity, scalability, security, speed of delivery, and standardization
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